CONTENT I. Exhibition Profile II. Exhibition Results - SEOUL FOOD (Summary) - Distribution of Exhibit Categories - SEOUL FOOD Programs III. IV. Visitor Breakdown Visitor Survey V. Overseas Buyers VI. Seoul Food Awards VII. Seoul Food Culinary Challenge 2018 VIII. Seoul Food & Hotel Wine Challenge 2018 IX. Seoul Food Job Fair X. Exhibitors Networking Reception XI. XII. Special Pavilions Field Sketch
I. EXHIBITION PROFILE Title: SEOUL FOOD 2018 Dates: May 1(Tue) ~ 4(Fri), 2018 [4 Days] Venue: KINTEX 1-5 (Int l Pavilion: Halls 4~5), 7-8 Halls Time: 10:00 ~ 17:00 Scale: 47 countries / 1,472 exhibitors / 2,932 booths Organizer: KOTRA Co-organizer: UBM, KINTEX Facts & Figures SEOUL FOOD 2018 created US$ 251 million worth of business consulting and established US$ 46 million worth of actual business contracts. Category 32 nd 33 rd 34 th 35 th 36 th *( %) Exhibition Space (m²) 64,831 74,171 74,171 76,121 76,121 - Number of Exhibitors 1,336 1,487 1,520 1,402 1,472 4.99 Number of Booths 2,553 2,896 2,915 2,948 2,932 0.55 Number of Visitors 52,800 54,117 53,406 54,200 45,200 16.6 Number of Countries 45 44 46 39 47 - Hall 1,2,3 Hall 4,5 Hall 7,8 SEOUL FOOD & HOTEL (DOMESTIC PAVILION) SEOUL FOOD & HOTEL (INTERNATIONAL PAVILION) SEOUL FOODPACK SEOUL FOODTECH SEOUL HORECATECH
II. EXHIBITION RESULTS SEOUL FOOD As the most professional B2B show of the food 60,000 Total Attendance of Exhibitors 52,800 54,117 53,406 54,200 industry in Korea, SEOUL FOOD is reputed as the number one venue where professionals from all over the world meet. Exhibitors are offered countless business and networking opportunities in an exclusive business environment only accessible to qualified exhibitors and visitors who are currently active in the field of food industry. SEOUL FOOD has maintained a steady effort since 1983, earning its current title as the largest food exhibition in Korea and as Asia s premium food market. 50,000 40,000 30,000 20,000 10,000 0 45,200 1,336 1,487 1,520 1,402 1,472 2014 2015 2016 2017 2018 Exhibitors Visitors The 36 th SEOUL FOOD in 2018 closed in success, achieving the highest number of visitors: 4.99% increase in total exhibitors 0.55% decrease in total booths
MAIN EXHIBIT CATEGORIES According to the 2018 figures, the ratio for SEOUL FOOD exhibit categories is as follows: SEOUL FOOD & HOTEL (60.4%), FOODTECH (23.2%), FOODPACK (12.9%), and HORECATECH (3.5%). Exhibit Categories (%) 3.5 23.2 12.9 60.4 FOOD&HOTEL FOODTECH FOODPACK HORECA NUMBER OF EXHIBITORS 2018 has been a challenging year filled with various political issues and events affecting business activities in Korea at both domestic and international levels. With a total of 1,472 exhibitors, the number has increased 4.99% as compared to the figure from 2017. Yet, the number of total booths has decreased by 0.55%. In 2019, SEOUL FOOD is expected to attract 1,600 exhibitors, continuing to promote exchange between the most influential markets of global food industry. With overseas exhibitors accounting for almost 40% of the total number, SEOUL FOOD remains a truly international B2B exhibition.
DISTRIBUTRION OF MAIN EXHIBITION AREAS 3.4% 4.8% 6.9% Distribution of Main Exhibit Items 2.1% 2.1% 3.2% 2.7% 4.2% 7.5% 7.6% 56.0% Agricultural Products Bakery & Confectionery Meat Wine, Liquor & Beverage Dairy Health & Organic Foods Seafood Food Additive & Ingredients Coffee & Tea Poultry & Traditional Foods Etc. NATIONALITIES OF EXHIBITORS SEOUL FOOD is internationally recognized as one of the Asia s leading brand for food exhibitions. In 2018, 63.2% of the exhibitors were based in Korea, and 36.8% were from 47 different countries around the world. The top three countries by number of exhibitors were (1) China with a total of 107 exhibitors, followed by (2) Thailand with 45 exhibitors and (3) Canada with 45 exhibitors. Based on the figure excluding some 22 exhibitors that came in as part of the special Korean pavilions, non- Korean countries topped the rank by exhibit size. Country Exhibitors Booths China 107 127 Thailand 45 48 Canada 45 56 U.S.A 34 68 Taiwan 29 32 Korea 22 27 Turkey 21 44 Vietnam 21 21 Peru 20 22 Italy 16 18 Philippines 16 8 Brazil 13 9 Germany 11 14 Indonesia 11 12 South Africa 11 8
SEOUL FOOD Programs 2018 Biz-consulting The main goal of Biz-consulting program is to support penetration of overseas exhibitors into the Korean market. This year, SEOUL FOOD organized meetings between 47 overseas exhibitors and 30 domestic distributors. 1:1 meetings were arranged and scheduled between overseas exhibitors and domestic vendors, importers, or distributors after a thorough review of application forms and company profiles by our experienced team of Biz-consulting program. Furthermore, not only just matching between companies, SEOUL FOOD tried to consult domestic and foreign companies about Korean food trend. Biz-consulting Achievement Biz-consulting Results In spite of complying with application schedule, the number of companies applied is slightly increased. Program has inclined likewise: 68 companies from 18 countries applied this year and 47 meetings were conducted. While the 2018 figures seem to represent a gap with the number of meetings, considering short application term and following long contacting period, it could be decided more meaningful. More importantly, a significant number of successful applicants expressed satisfaction the quality of the service and program in general. This year, 7 overseas exhibitors from 4 countries (Peru, Philippines, Brazil, and Czech) are ready to start business with Korean buyers which proves a maintain in the actual output of the Biz-consulting Program in comparison to last year(7 companies) in spite of the short term. 138 70 82 65 129 54 65 68 19 24 17 18 2015 2016 2017 2018 Meetings Conducted Companies Applied Countries Matched
Meetings SEOUL FOOD organized Global Food Plaza 2018 Global Distributor s Meeting Global Korean Buyer Meeting Food Tech Buyer Meeting These meetings - intended to support exhibitors and buyers who lack information on overseas exports and have difficulties seeking relevant buyers have once again created a significant amount of real outcome this year, along with opportunities to build stable distribution networks through one-to-one matched business consultation sessions. Global Food Plaza 2018 Number of Participating Countries 28 Number of Invited Companies 159 Number of Meetings Conducted 1,147 Number of Concluded Deals US$ 31.6 million All buyers were invited by 49 KOTRA Overseas Business Centers A vast network of KOTRA s overseas business centers worked together contributing largely to another successful year. Thanks to their effort and cooperation, 159 companies were hosted from 28 countries. This major event created a total outcome of 1,147 meetings and US$ 31.6 million worth of business deals.
Global Distributor s Meeting Number of Participating Countries 9 Number of Invited Companies 22 Number of Meetings Conducted 171 Number of Concluded Deals US$ 1.55 million All buyers were invited by 17 KOTRA Overseas Business Centers The Global Distributor s Meeting aims to help expand the sales network of local suppliers by matching them with global distribution enterprises. The program not only offers important opportunities for local suppliers to find overseas retail stores to sell their products, but also to find new appropriate items for export. In 2018, 22 companies from 9 countries were invited, creating a total outcome of 171 meetings and US$ 1.55 million worth of business deals. Food Tech Buyer Meeting Number of Participating Countries 13 Number of Invited Companies 25 Number of Meetings Conducted 186 Number of Concluded Deals US$ 2.3 million All buyers were invited by 15 KOTRA Overseas Business Centers The Food Tech Buyer Meeting aims to support business activities of food tech companies with limited access to information on export routes by opening up new possibilities. Likewise all the other meetings organized by KOTRA, the Food Tech Buyer Meeting Program arranges one-to-one business consultation sessions leading to real outcome: this year, a total of 186 meetings were arranged for 25 companies from 13 countries worldwide, creating US$ 2.3 million worth of business deals.
Global Korean Buyer Meeting Number of Participating Countries 23 Number of Invited Companies 53 Number of Meetings Conducted 395 Number of Concluded Deals US$ 10.69 million All buyers were invited by 28 KOTRA Overseas Business Centers The Global Korean Buyer Meeting aims to support business activities of small scale companies with limited access to information on export routes by opening up new possibilities. Likewise all the other meetings organized by KOTRA, the Global Korean Buyer Meeting Program arranges one-to-one business consultation sessions leading to real outcome: this year, a total of 395 meetings were arranged for 53 companies from 23 countries worldwide, creating US$ 10.69 million worth of business deal.
Global Food Trend and Tech Conference Global Food Trend and Tech Conference was launched in 2017 to provide insights and information on global food trend for professionals of the food industry. Under the theme Disruptive and Technology, several informative seminar sessions were led by some of the major corporate figures from various parts of the world, making this event truly international. Seminar topics covered a wide range of areas in the food industry, where follow-up Q&A sessions created opportunities for participants to carry on with further discussions on the topics. The Business Networking Reception marked the finale of Global Food Trend and Tech Conference bringing all the participants together to a social venue. SESSION TOPIC Opening Global Trend Top 10 Global Food Trends 2018 1 New Product Innovation 2 Disruptive Food Technology 3 Wave of Market Change Innovation of Frozen Dessert Vegetable Protein Challenge and Opportunity Discussion / Q&A Vegetable Alternative Meat & Clean Meat Trend Individualization and 3D Printer Food Health functional Food Market Opportunity in China Discussion / Q&A Opportunity & Prospect of Korean food in Vietnam New Product Trend of Japanese Convenience Store Korean Consuming Trend & Lifestyle Discussion / Q&A CLOSE
III. VISITOR BREAKDOWN VISITOR NUMBER: Record-breaking Success SEOUL FOOD 2018 attracted 45,200 visitors, all of whom are either currently in food business or are professionally related to food industry. Most of SEOUL FOOD exhibitors have indicated that they value not only the number but the quality of visitors a clear reflection of why the exclusive business-to-business environment at SEOUL FOOD is ideal for creating the best business opportunities leading to accumulation of new customers and business partners at international level. In this year, we changed show dates to include some holidays for better accessibility. However it caused decrease of visitors. We will turn the show dates back in 2019. The number of Year Number of Visitors 2013 51,974 2014 52,800 2015 54,117 2016 53,406 2017 54,200 2018 45,200 visitors are expected to exceed 50,000 in 2019.
IV. VISITOR SURVEY Visitors by Type Food Manufacturer 16.9 Distributor 1.8 0.2 1.9 36.3 Trader Research Institute 4.6 5.7 Wholesale Trader Retail Trader Institute 9.2 15.2 Press & Association Others Visiting Route Invitation card Radio advertisement Exhibition related website SNS (Blog, Facebook, etc.) E-mail (newsletter) Brochure Magazines & journals Daily newskpapers Associations and organizations Partner company Exhibitor 2.0% 4.2% 1.0% 1.1% 0.4% 2.0% 5.4% 5.3% 15.3% 18.6% 44.7% Visiting Routes (%) 0.0% 20.0% 40.0% 60.0% As represented by the distribution of visitor types, SEOUL FOOD provides a truly professional and optimal environment for business. The biggest portions of the visitor group at SEOUL FOOD 2018 were (1) food manufacturers taking up 36.3% of the total figure, followed by (2) distributors with 15.2%, and (3) traders with 9.2%. The majority of these food professionals have responded that they found out about SEOUL FOOD through invitation cards(44.7%), e-mail newsletters (18.6%) and exhibition related websites (15.3%) all of which require a great deal of interest in the food industry. SEOUL FOOD will continue to focus on minimizing random visits while increasing professional visits to upgrade the business environment to the next level.
VISITOR INTERESTS FOODTECH Pavilion Food Processing Machinery Kitchen Appliances/Furniture Kitchenware Bakery Equipment Food Sanitation Equipment Food Inspection & Analysis Equipment Communal Feeding Food Preservation Technology Food Related IT Food Transportation Safty Floor Safty Related Products 11.6% 8.6% 7.7% 6.7% 5.5% 4.8% 4.2% 3.9% 3.4% 0.8% 1.8% 41.0% FOODTECH Pavilion 0.0% 20.0% 40.0% 60.0% FOODPACK Pavillion Packaging Machinery & Components 32.0% Packaging Materials & Containers 21.0% Package Processing Machinery Packaging Related Technology Logistic Machinery & Service Package Printing Machinery Package Designs Packaging Patented Products 13.7% 9.6% 4.4% 4.6% 12.5% 2.2% FOODPACK Pavillion 0.0% 10.0% 20.0% 30.0% 40.0% HORECATECH Pavilion Kitchen & Restaurant Machinery 40.0% Coffee Machinery 18.7% Dishware & Ceramics 16.1% SEOUL FOOD 2015 venue was filled with many overseas buyers. Others 25.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% HORECATECH Pavilion
V. OVERSEAS BUYERS Out of 3,100 buyers in total, the largest number of buyers came from China, followed by Japan and U.S.A. Country Buyers Ratio(%) Country Buyers Ratio(%) Country Buyers Ratio(%) CHINA 435 14.03 SRI LANKA 11 0.35 URUGUAY 3 0.10 JAPAN 359 11.58 POLAND 10 0.32 ALGERIA 2 0.06 U.S.A. 280 9.03 SOUTH AFICA 10 0.32 BULGARIA 2 0.06 TAIWAN 217 7.06 U.A.E 10 0.32 DOMINICA 2 0.06 HONG KONG 130 4.19 UKRAINE 10 0.32 IRELAND 2 0.06 SINGAPORE 128 4.13 BANGLADESH 9 0.29 KAZAKHSTAN 2 0.06 THAILAND 123 3.97 JORDAN 9 0.29 LIBYA 2 0.06 PHILIPPINES 113 3.65 SENEGAL 9 0.29 MADAGASCAR 2 0.06 MALAYSIA 107 3.45 ISRAEL 8 0.26 NORWAY 2 0.06 RUSSIA 94 3.03 SAUDI ARABIA 8 0.26 PANAMA 2 0.06 VIETNAM 79 2.55 FINLAND 7 0.23 PORTUGAL 2 0.06 INDONESIA 62 2.00 SWEDEN 7 0.23 VENEZUELA 2 0.06 MONGOLIA 62 2.00 CONGO 5 0.16 ARMENIA 1 0.03 ITALY 60 1.94 EGYPT 5 0.16 AZERBAIJAN 1 0.03 SPAIN 51 1.65 KYRGYZTAN 5 0.16 BRUNEI INDIA 49 1.58 OMAN 5 0.16 DARUSSALAM 1 0.03 PAKISTAN 44 1.42 AUSTRIA 4 0.13 DOTE D IVOIRE 1 0.03 FRANCE 38 1.23 BRAZIL 4 0.13 CROATIA 1 0.03 CANADA 33 1.06 COMBOIDA 4 0.13 DUBAI 1 0.03 GERMANY 32 1.03 GAMBIA 4 0.13 ECUADOR 1 0.03 UZBEKISTAN 31 1.00 GUATEMALA 4 0.13 FIJI 1 0.03 U.K 29 0.94 KENYA 4 0.13 GABON 1 0.03 MYANMAR 18 0.58 LITUANIA 4 0.13 GUAM 1 0.03 NEWZEALAND 18 0.58 MAURITIUS 4 0.13 LIBERIA 1 0.03 NIGERIA 18 0.58 NEPAL 4 0.13 MALDIVES 1 0.03 NETHERLANDS 17 0.55 SLOVAKIA 4 0.13 MONTENEGRO 1 0.03 TURKEY 17 0.55 ARGENTINA 3 0.10 PALESTINE 1 0.03 PERU 15 0.48 BELGIUM 3 0.10 PUERTO RICO 1 0.03 AUSTRALIA 14 0.45 CZECH REPUBLIC 3 0.10 SIERRA LEONE 1 0.03 SWEITZERLAND 14 0.45 DENMARK 3 0.10 SLOVENIA 1 0.03 COLOMBIA 13 0.42 GREECE 3 0.10 SUDAN 1 0.03 GHANA 13 0.42 HUNGARY 3 0.10 SYRIA 1 0.03 MEXICO 13 0.42 KUWAIT 3 0.10 TOGO 1 0.03 CHILE 11 0.35 MOZAMBIQUE 3 0.10 ZAMBIA 1 0.03 IRAN 11 0.35 SERBIA 3 0.10 MACAU 11 0.35 TANZANIA 3 0.10 OTHERS 95 3.06 TOTAL 3,250 100%
VI. SEOUL FOOD AWARDS SEOUL FOOD AWARDS aims to help promote a selection of exhibitors products that are regarded as highly valuable by professionals who are currently active in various fields of the food industry. With growing reputation of the award title in domestic market, 2018 exhibitors were more determined than ever to obtain the award. While the number of applicants remained at about the same level as last year, the number of products applied has increased significantly. Since the beginning, SEOUL FOOD AWARDS has been receiving limited application from only local candidates, but with growing demand and inquiries from overseas exhibitors, SEOUL FOOD plans to expand target applicants to include overseas exhibitors in the near future. Dates: May 1~4, 2018 (4 Days) Venue: Seoul Food Awards Section (Halls 2 Lobby, KINTEX Exhibition Center 1) Evaluation: a panel of 16 qualified judges currently active in the food industry Award Categories: Healing Well-being food, health/organic products Desserts Dessert products of excellent quality (taste and design) Innovation Products with innovative manufacturing/processing techniques or authentic package designs. Overseas Imported overseas products Benefits: KOTRA SEOUL FOOD AWARD certification SEOUL FOOD AWARD certification mark (valid through 3 years) 10% discount for SEOUL FOOD 2019 exhibitor registration Media promotion (appointment with media journalist for product related article) Display of item in the SEOUL FOOD AWARDS ZONE (4 full days of exhibition period) Interview Video and product photo shooting (studio shoot)
VII. SEOUL FOOD CULINARY CHALLENGE 2018 The SFH Culinary Challenge saw its 4th edition at SFH 2018, building upon its growing status with the Korean chef scene and continuing its role as a WACS endorsed event. The event was made up of a series of 13 classes where 245 chefs, ranging from students to professionals, competed for the chance to become the SFH Culinary Challenge 2018 Champions. Dates : May 1~5, 2018 (4 Days) Venue : Culinary Challenge Section in International Hall (Hall 4 in KINTEX Exhibition Center 1) Organizer/ Co-Organizer: KOTRA, UBM/ KCA(Korea Chefs Association), KEM Supporter : Nestle, Euro Chef, Acetomodena/ Le Ferre Qualification : Professional chefs from hotels of at least 4-star category based in Seoul, Chefs from famous restaurants, students or graduates of culinary Judging panel : 12 professional panel of judges certified by WACS. Benefits *Chef of the year Free pass to culinary challenge at HOFEX with flight and accommodation *Special Awards(Nestle) : Free pass to foreign exhibition, Lotte Hotel accommodation + Voucher *Special Awards(Euro Chef) : Atlantic Chef Knife *Special Awards(Acetomodena/ Le Ferre) : Italian luxurious olive oil, truffle oil, Balsamic vinegar *Class winners Certificates, Medals and Gifts 13 CLASSES Class 1 Hot Appetizer Class 8 The Perfect Steak & Omelette Class 2 Pork Class 9 Nestle Professional Team Challenge Class 3 Poultry Class 10 Creative Sandwich Class 4 Fish Class 11 Plated Innovation Dessert Class 5 Seafood Class 12 Plated Dished Class 6 Pasta Class 13 International Team Cook off Class 7 Korean Fusion Main Course
VIII. SFH WINE CHALLENGE 2018 According to the growth of Korean wine market, SEOUL FOOD decided to organize a new program called Seoul Food & Hotel Wine Challenge. This event is organized by monthly WINE REVIEW and Korean Wine Association. 46 wines from 12 countries participated in this program. Fair evaluation by professionals was held, and a lot of wines got positive reactions and prize. SFH Wine Challenge drew visitors attention to wine zone. Dates : May 1~5, 2018 (4 Days) Venue : Wine Challenge Section in International Hall (Hall 4 in KINTEX Exhibition Center 1) Organizer/ Co-Organizer : KOTRA, UBM / WINE REVIEW Benefits - Promotion among food related buyers and exhibitors - Special exhibition and awarding including tasting event for awarded wine - 1:1 meeting with domestic wine importer - Advertisement on monthly WINE REVIEW Participants : 12 countries, 46 wines
IX. SEOUL FOOD JOB FAIR 2018 For the opportunity of hiring and advertising of domestic food companies, SEOUL FOOD newly held SEOUL FOOD Job Fair. In addition to hiring high-quality employees, it was highly helpful to increase public interest for food industry. Dates : May 3, 2018 Venue : Hall 6B in KINTEX Exhibition Center 2 Organizer : KOTRA Employer / Applier : 50 Companies / 756 people Result : 44 people employed in 15 companies Details Job Interview Consulting Zone Event Hall Experience Hall Talk Concert & Briefing Supporting Zone Events Contents Interviewing and consulting by major and middle state companies Basic consulting and specified consulting Several events for relieving stress Experiencing and mentoring about food industry Speech and briefing about hiring and food industry Supporting companies and appliers Interview passport event, etc.
X. SEOUL FOOD NETWORKING RECEPTION Dates : May 2, 2018 Venue : Hall 8 in KINTEX Exhibition Center 2 Organizer : KOTRA, KINTEX Participants : About 300 people including exhibitors and press. XI. SPECIAL PAVILIONS SEOUL FOOD 2018 hosted several associations and organizations to showcase their products and campaigns in their special pavilions under various themes such as Wine Upcycling, Korean Halal Food, Global Food Trend, and CSR. Wine Upcycling Zone Korean Halal Food Pavilion Global Food Trend Zone CSR Pavilion
XII. Field Sketch